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Public Communication Campaigns. 4th ed.
・ISBN 978-1-4129-8770-7 paper GB£ 174.00
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-5443-0844-9
| 著者・編者 | Rice, Ronald E. / Atkin, Charles K. (eds.), |
|---|---|
| 出版社 | (Sage, US) |
| 出版年月 | 2013 |
| ページ数 | xiii, 376 pp. |
| 言語 | ENG |
| ニュース番号 | ＜597-L247 597-L465＞ |
解説
In this fully revised and expanded Fourth Edition, Ronald E. Rice and Charles K. Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Updated to reflect the latest theories and research, this text extends coverage to new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, condom use, ocean sustainability, fear messages, and digital games. Classic chapters include updates on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology.